You've probably seen the National Highway Traffic Safety Administration ads on drunken driving, advising motorists to "drive sober or get pulled over." You may have seen ads from Drop It and Drive, a ...

Effectiveness and persuasiveness of ads are closely linked. While you often have different goals with ads, the general intent of each is to persuade customers to think, feel or act in a certain way ...

When a political ad goes viral on Facebook, conventional wisdom holds that it was a success. After all, the Golden Rule of advertising in the digital age is simple: Engagement is good. It’s good for ...

Persuasion knowledge refers to consumers’ awareness and understanding of the tactics, intentions and strategies employed by advertisers to influence attitudes and behaviour. Rooted in cognitive and ...

The entire study of customer behavior is dedicated to examining the factors and motives that form purchase decisions, as well as the emotional, mental, and behavioral responses and influences these ...